英文商业广告中隐喻劝诱性的言语行为研究

发布时间：2018-07-03 04:23

本文选题：广告 + 隐喻　；参考：《北华大学》2007年硕士论文

【摘要】： 广告作为一种特殊的文体形式已经渗透到社会生活当中,作为一种宣传手段,广告的最终目的是传达所广告产品或服务的信息给消费者并使其购买该产品或服务。广告可以以各种形式出现,其中广告语言至关重要。语言对人们的行为具有强大的影响力,广告语言尤其如此。选择能够有效影响并说服消费者的语言至关重要。广告商总是对广告语言进行精心策划以符合消费者的心理需求并达到最终说服其购买的目的。一般来说,广告有两个目的:传递产品或服务信息;说服购买。而对消费者进行劝诱,说服其购买产品是,是最为重要的目的。广告语言和广告的功能及作用密切相关,它是在这一目的的驱使下精心策划的。可以说,广告语言对广告功能的实现具有至关重要的意义。因此,为了达到广告说服购买这一最终目的,广告商必须最大限度地吸引消费者目标群的注意,激发他们对产品的兴趣和购买欲望,最终使其购买所宣传的产品。广告商通常采用很具有说服性的语言赢得消费者对广告产品的正面关注和评价。可以说,广告语言的劝诱性和说服性是广告语言的突出特点。基于这点,此论文试图从广告语言的劝诱性着手进行探讨。劝诱性意指改变广告目标消费群体的态度和行为。事实上,广告信息之所以具有劝诱性是因为广告的目的是为了吸引消费者的注意并改变他们对产品的态度和行为。广告语言一直是各领域学者们的研究对象,因为广告语言对产品信息的有效传递及广告目的的最终达成起着关键作用。广告语言精心设计的目的是唤起读者的注意和兴趣,并说服他们购买商品或服务。这一点主要体现在商业广告中,而且商业广告更着重于广告的说服力和劝诱性,而不仅仅是产品信息的单纯传递,因此,本论文将围绕英语商业广告进行分析。修辞常常使用于广告语言之中,尤其是隐喻被广告商广泛采纳并有效利用以求达到目的。可以说,广告语的一个显著特点是隐喻性,这将有助于建立更强大的广告效果,达到其推销产品或服务的目的。该论文的主要线索便是从言语行为理论角度探讨广告中隐喻的劝诱性和说服力。一些语言学家曾试图打破单纯从修辞角度分析隐喻的传统分析方法,而从更为成熟及有效的角度进行分析,塞尔便是其中之一。他从言语行为理论这一新角度对隐喻进行了系统分析,并建立了一个对隐喻进行解释的语用学框架,该理论为本论文提供根本的理论支持。言语行为理论的提出者奥斯汀认为语言不仅可以用来交流信息,也可以用来做事。该理论由其学生塞尔得到进一步发展和延伸。塞尔在奥斯汀理论的基础上进行修改,引出了“命题行为”这一概念,并对言外行为进行了重新分类。不仅如此,他还提出了三套步骤和八项原则来识别隐喻,解析隐喻。作者希望运用言语行为理论对广告进行分析可以为广告语言的语言策略和技巧提供启迪。广告设计者可以通过对语言策略和技巧的有效把握加深读者对广告的印象,并最终达到推广产品的商业目的。任何隐喻的研究都试图回答以下问题:什么是隐喻?我们为什么要使用隐喻?隐喻如何起作用?如何理解隐喻?本文拟将结合言语行为理论从广告英语中隐喻的劝诱性角度分析以上问题。
[Abstract]:As a special form of stylistic form, advertising has penetrated into social life. As a means of publicity, the ultimate goal of advertising is to convey the information of the product or service to the consumer and to make it purchase the product or service. Advertising can appear in various forms, in which the advertising language is essential. This is especially true in advertising language. Choosing the language that can effectively influence and persuade consumers is crucial.
Advertisers are always carefully plotting the advertising language to meet the consumer's psychological needs and ultimately persuade them to buy. In general, advertising has two purposes: to deliver product or service information; to persuade to buy. And to persuade consumers to buy products is the most important purpose. Advertising language and advertising. It is closely related to function and function. It is carefully planned in this purpose. It can be said that advertising language is of vital importance to the realization of advertising function.
Therefore, in order to achieve the ultimate goal of advertising persuasion, advertisers must attract the attention of the consumer target group to the maximum extent, stimulate their interest in the product and the desire to purchase, and eventually make them buy the products advertised. Advertisers usually use a very persuasive language to win the consumer's positive attention to advertising products. It can be said that the persuasiveness and persuasiveness of the advertising language are the prominent features of the advertising language. Based on this, the thesis tries to explore the persuasiveness of the advertising language.
Persuasiveness means changing attitudes and behaviors of the advertising target consumer group. In fact, the reason why advertising information is persuasive is that the purpose of advertising is to attract the attention of consumers and change their attitude and behavior to the product.
Advertising language has always been the research object of scholars in various fields, because the advertising language plays a key role in the effective transmission of product information and the final achievement of advertising purposes. The purpose of the elaborate design of the advertising language is to arouse the attention and interest of the readers and persuade them to buy goods or services. This is mainly reflected in commercial advertisements. And commercial advertising is more focused on the persuasiveness and persuasion of the advertisement, not only the simple transmission of the product information. Therefore, this paper will analyze the English commercial advertising.
Rhetoric is often used in advertising language, especially metaphors are widely adopted and effectively used by advertisers to achieve their purpose. One of the prominent features of the advertising language is metaphorical, which will help to build stronger advertising effects and achieve the purpose of selling products or services. The main clue of this paper is from speech act. The persuasiveness and persuasiveness of metaphor in advertising are discussed theoretically.
Some linguists have tried to break the traditional analytical method of analyzing metaphor from a rhetorical point of view, and Searl is one of them from a more mature and effective perspective. He has systematically analyzed metaphor from the new angle of speech act theory, and established a pragmatic framework to explain metaphor. Provide fundamental theoretical support for this paper.
Austen, the author of the theory of speech act, thinks that language can be used not only to exchange information, but also to do things. The theory is further developed and extended by his student Searl. Searl's revision on the basis of Austen's theory leads to the concept of "propositional behavior" and reclassifies the out of speech act. In this way, he also put forward three sets of steps and eight principles to identify metaphors and analyze metaphors.
The author hopes that the use of speech behavior theory to analyze advertising can provide an inspiration for the language strategies and skills of advertising language. Advertising designers can enhance the reader's impression of advertising through the effective grasp of language strategies and skills, and ultimately achieve the business order of promoting products.
The study of any metaphor is trying to answer the following questions: what is metaphor? Why do we use metaphor? How does metaphor play a role? How to understand metaphor? This paper intends to analyze the above problems in the perspective of the persuasiveness of metaphor in advertising English with the theory of speech act.
【学位授予单位】：北华大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H315

【参考文献】